Midwest Common worked with director Charlie Kelly on the Pleasantrees brand film. Our goal was to connect the brand to the people and places of Michigan through uplifting, yet relaxed cinematography. Through a diverse cast of real cannabis users, we catch glimpses of how the Pleasantrees brand plays into the simple pleasures of daily life.
Pleasantrees
Branding Digital Marketing Packaging Print & Editorial Product
Pleasantrees is the retail brand for Michigan-based startup Emerald Growth Partners. They came to Midwest Common to help create the brand from the ground up and to help differentiate themselves in the cannabis market. The project encompasses everything from brand identity, marketing, product and packaging design, to brand positioning, art direction, and designing the retail experience.
The identity centers around a modern sans serif word-mark and an elevated botanical pattern. The rich color palette paired with recyclable materials rounds out the brand visuals and makes for a sophisticated and sustainable packaging assortment.
An extensive out of home campaign was developed in collaboration with The Purple Crayon. The fresh color palette paired with witty headlines was meant to capture eyes on Michigan’s high traffic roads, while ultimately driving them to learn more about the brand on social media.
